Social Media

01/11/2017
Quite some time ago, I wrote a Bloom Group blog titled “Why Corporate Writing Stinks.” One of the reasons I suggested was fear – the fear among experts that ideas expressed in plain English, without jargon, hyphenates and buzzwords, might be deemed too simple and therefore not worthy of being...
11/18/2013
If you believe social media is the channel of the present and future for thought leadership marketing, think again. It isn’t, according to the most recent annual survey of consulting firm marketing that we conducted with the Association of Management Consulting Firms and ResearchNow. You can read...
01/08/2011
Most B2B blogs aren’t read by decision makers and don’t drive business. This was brought home to me last week when a friend at a law firm told me they don’t do social media marketing because the blogosphere is an ocean of bad content and “even the name blog suggests a fat, unwieldy, ugly thing that...
10/13/2010
Eccolo media has just published their excellent third consecutive annual report on B2B technology collateral – the results of a survey into how B2B tech buyers consume vendors’ content as they go through technology purchasing decisions. Some of this collateral comprises brochures and technical...
05/20/2010
Most companies doing B2B content marketing are using the internet and digital technology to automate the old process of publishing and distributing white papers (or articles, or newsletters.) As in the old days, the content development and writing is a still one-off process, followed by...
04/28/2010
This post is the third in a series about the six new rules of thought leadership marketing. Today, Rule #3: influencing the online influencers is critical. Before the era of blogs and Twitter, thought leaders had few opportunities to get opinion leaders such as CEOs, business gurus, and famous...
04/21/2010
This post is the second in a series about the 6 new rules of thought leadership marketing. Today, Rule #2; an author’s admirers now do the promoting. The most effective way to distribute a thought leadership piece (such as a white paper or article) has always been to have readers recommend and pass...
04/16/2010
Bob Buday and I just published an article on the six new rules of thought leadership marketing, about how it has changed, especially with the advent of social media. The article is not about the technology – it’s primarily about how behaviors and expectations have changed, and the changes are...
03/22/2010
 I gave a presentation at a meeting of the Association of Management Consulting Firms in New York on Friday about the “Six New Rules of Marketing Thought Leadership.” It covered a lot more than just using social media for B2B content marketing, but that was a part of it. An objection I heard more...
03/17/2010
The multitude of market discussion on social media and thought leadership seems to center on how effectively blogs, Twitter, social networking sites and other online tools can propel ideas into the mainstream.  Hard to argue against it, especially when a professional firm like McKinsey can go from...
03/09/2010
We know many professional firms whose lead streams remain soft.   And they are worried (as they should be) because they realize thought leadership marketing is not a lead-generating spigot that can be turned on or off.  Developing a compelling, research-based point of view on any topic can take...
03/04/2010
This is a question posted by Ian Mavorah in the LinkedIn Marketing Executives Group a week ago  which has generated a lively discussion. There are plenty of people who think that social media are making us anti-social. I don't. Here's why. It seems pretty clear to me that social media mostly...
05/01/2009
Chris Koch of ITSMA makes the point in a post here that if we are selling complex offerings to highly educated people who expect a degreee of intellectual rigor in their reading materials, that's not a formula for brevity. The MetLife study I mentioned in the last post is an example of the sort of...